IBM Takes the Helpdesk on the Road

Published on August 26, 2005.

IBM "Truck"

Breaking during the U.S. Open this weekend, a new campaign for IBM takes its helpdesk for a roadtrip, where
it appears in the middle of a desert road, in a shepherd's field, backstage at a fashion show and in a bank's
vault. Taking a slightly different tone than its predecessor -- also directed by Joe Pytka for Ogilvy &
Mather/N.Y. -- the campaign shows the desk and its informed inhabitants approaching people to solve concerns
rather than people approaching the desk in need. (MS)